A cross-cultural study on purchase intentions of conspicuous products.
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2023-02-10
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en
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The cultural dimension of Masculinity vs Femininity is taken into consideration as a possible factor of influence in purchase intentions for conspicuous products. As researchers in the cultural science and marketing area reported that culture has an impact on consumer behavior, this study aimed to comprehend whether the Masculinity vs. Femininity cultural dimension influences consumers in their purchase intentions for conspicuous products as well. To examine, the participants were exposed to either a masculine or feminine statement to induce a masculine or feminine mindset. Then, the products (wristwatch and clock) were shown to participants with a different retailer text to check whether there was a different reaction to conspicuous products. This was followed by a questionnaire expressing their purchase intention, willingness to pay, and product attitude. The research results show that participants were marginally influenced by the masculine/feminine statement and retailer information. Participants in the feminine condition indicated a higher purchase intention and a more positive attitude toward the wristwatch. As well, as a higher purchase intention and more positive attitude towards the clock when high in conspicuousness. It can be concluded that the Masculinity vs. Femininity cultural dimension and the degree of conspicuousness (High vs. Low) may have a limited influence on consumers' purchase intentions of conspicuous products.
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